Open Rates Don’t Pay the Bills

Good day to you, Varun from The eCommerce Marketing Newsletter here.

Getting high open rates feels like a win, but here’s the truth—opens don’t pay the bills.

If people aren’t clicking, buying, or staying engaged, your email strategy needs a rethink.

Instead of chasing vanity metrics, focus on what actually drives revenue and long-term success.

Here’s what really matters.

1️⃣ Open Rates ≠ Success

It feels great to see high open rates, but let’s be real—opens don’t make you money. 

If people aren’t clicking or buying, your emails aren’t doing their job.

Instead of obsessing over open rates, focus on what actually moves the needle.

2️⃣ Track Revenue Per Recipient

This is the real success metric.

Take your total email revenue and divide it by the number of recipients.

If this number is low, you need better offers, stronger messaging, or a more engaged list.

3️⃣ Click-to-Conversion Rate > Click-Through Rate

It’s not just about getting clicks—it’s about turning them into sales.

A high CTR with no conversions means your product page, pricing, or trust factors need improvement.

Test different offers, improve your landing pages, and make checkout seamless.

4️⃣ Keep Your List Healthy

Unsubscribes and spam complaints are warning signs.

If people are leaving, your content isn’t relevant.

Keep an eye on VIPs—are they still engaging, or are they ghosting?

Regularly clean your list to maintain strong deliverability and reach the inbox.

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What’s on your mind? Hit reply and let me know what questions you have or topics you'd love to see covered! (I answer everyone)

Warmly,

Varun

Attention — Is your eCom brand making $40K+ per month? If so, let’s chat—I’m offering a free audit, letting you know exactly where you’re currently leaving revenue on the table & actionable steps to improve.

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